The trailer for Skyfall establishes that James Bond is presumed dead at the start. It features typical Bond iconography like guns, cars, and women through its mise-en-scene to signal to the audience what to expect in terms of action and adventure genre tropes. While the film does not have a unique selling point as an established franchise, the trailer creates intrigue through its dramatic editing of fast-paced action sequences and the absence of a voiceover, relying on the familiar Bond theme music to draw in viewers instead.